Maximizing search (shows the Google triangle http://www.enquiro.com/eyetrackingreport.asp) - showing why is it important...SEM turning in house for large companies- the role of search manager starting to evolve. Bill shows all ingredients in the mix - marketing, tech, content, PR, agency partners etc.
Try and define the search team, All of the above are better be in the loop.

Segment your program:
Corporate level - develop long term and short term tasks, develop and evangelize enterprise best practices through knowledgebase.